AT&T’s media arm Xandr started off CES 2020 by unveiling pause ads, a unit it claims will help brands capture audience attention without interrupting the viewer experience.
The beta rollout forms part of Xandr’s wider connected TV strategy, with the AT&T unit expecting to bundle pause ads with broader media packages ahead of the 2020 Upfronts.
Pause ads are activated when a viewer takes a break from content they are viewing and will offer advertisers the ability to show their wares using animated content similar to a GIF across the entirety of the screen.
Xandr is making the ad units available to media buyers in beta with inventory across AT&T, Epix and Starz, plus AT&T TV Now and select DirecTV households over the course of Q1.
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